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Normally on a start-up there's a minimal marketing budget if no budget at all for marketing. I would recommend the start up to focus on friends and word of mouth to promote their business. The majority of online users today use social channels, so posting about their business on their instagram/twitter/facebook accounts as well as encouraging friends to do the same helps spread exposure at no cost to the start-up. If they have a small budget for marketing they should invest it with online targeted advertising making sure they reach the correct audience.
